Southwest Airlines Names Former Hilton Exec as Its First Chief Digital & Marketing Officer

Dallas-based Southwest Airlines has announced that Sabrina Callahan recently joined the airline as its first chief digital and marketing officer. She brings extensive experience driving growth and transformation across digital and e-commerce, brand, social, and marketing, the carrier said.

In the newly created role, Callahan will help shape the strategic path for Southwest’s marketing and digital strategy, enhancing the relationship between the airline’s customers and its brand in an “authentic, distinctly Southwest way,” the airline said.

She’ll be focusing on growing the Southwest customer base and shaping how the brand shows up as the company expands into new markets and offers customers more options, Southwest said. By unifying the marketing funnel with digital platforms under one leader, Southwest said it aims to bring “reliability and ease” to each interaction with the brand whether booking a flight, checking in, or on the journey itself.

“This is an exciting time in Southwest’s history, and we’re looking forward to adding additional expertise that will continue to deepen our connection with customers,” Tony Roach, EVP and chief customer and brand officer at Southwest, said in a statement. “Sabrina’s creative leadership and thinking will shape how our beloved brand continues to engage with Customers in a genuine Southwest way.”

Callahan experience includes previous roles at Hilton, Walmart, and AT&T. She has led digital modernization initiatives and e-commerce expansion, omnichannel customer experience transformations, and modernized brands to drive long‑term company growth, Southwest said.

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